Keywords
Social communication
Technological innovation
Productive routines
Bandeirantes Communication Group
TPACK
How to Cite
Abstract
Objective: To analyze the impact of artificial intelligence (AI) on the journalistic communication processes of Grupo Band Vale, considering its effects on production routines, operational efficiency, editorial quality, and professional practice.
Methods: A single-case study was conducted, focusing on the organizational and productive structure of the Band Vale Group's writing sector. Data were collected through a technical visit, two semi-structured interviews with managers, and a questionnaire completed by 12 professionals from the group's newsroom. The first interview was with the journalist and executive content editor of Grupo Band Vale, and the second, with the company's radio coordinator.
Results: The imprecision of the algorithmic tools inherent to generative systems requires the centrality of the human factor as a quality filter and as an ethical safeguard. Half of the professionals indicated the suggestion of agendas and brainstorming as the stage in which AI is most useful, followed by transcription of audio and interviews and grammar review. Regarding the impact on agility, seven professionals stated that the tool significantly increases the speed of delivery, while five of them recognized that this gain could compromise quality.
Discussion: The results indicated that AI acts as a catalyst for operational efficiency, although it raises critical questions about its maintenance considering journalistic ethics and professional retraining. In this way, it is concluded, in the context of the Band Vale Group, that AI does not replace human capital. However, it redefines the skills necessary for contemporary communication, requiring a balance between technological agility and human editorial discernment.
Implications for Theory and Practice: The study provides empirical evidence on AI adoption in regional journalism and proposes an adaptation of the TPACK model entitled Artificial Intelligence Journalist Knowledge (AIJK), with implications for journalism education.
Originality and Value: The research empirically examines AI adoption at Grupo Band Vale, contributing to understanding digital transformation within a prominent Brazilian regional communication conglomerate.
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